DIGITAL MARKETING AND ARTIFICIAL INTELLIGENCE IN THE REDISTRIBUTION OF THE ECONOMY IN THE REPUBLIC OF SERBIA

In the modern digital age, digital marketing and artificial intelligence (AI) are becoming key tools for the transformation and more equitable distribution of economic resources, especially in developing countries like Serbia. This paper explores how the application of digital technologies and intelligent systems contributes to redefining the economic landscape in Serbia, enabling small and medium-sized enterprises (SMEs), as well as individual entrepreneurs, to access broader markets, optimize business processes, and enhance competitiveness. The paper analyzes practical case studies, the institutional framework, and current trends, identifying key factors that enable digital inclusion and the decentralization of economic activities. The focus is on digital marketing tools such as social media, content automation, and AI solutions in the areas of analytics, personalization, predictive modeling, and customer support. Special emphasis is placed on the potential redistribution of economic power from urban to rural areas through digital literacy and internet access, as well as on new forms of employment and self-employment arising from the digital economy. The paper also highlights the obstacles that hinder the wider adoption of these technologies in Serbia, including digital inequality, regulatory challenges, and the lack of systemic support for AI development.